Marketing Effectively

     Marketing is an essential business discipline and is a vital contribution to the success of an organization is widely recognized. Successful marketing results in stronger products, happier customers, and bigger profits. Marketing Effectively will show you how to take a strategic approach to the task. Stay on course with helpful hints, advice, and information, and evaluation and skill with a self-assessment exercise.

 Key points for Effective Marketing

1. Putting Customer First

2. Building Strong Products

3. Maximizing Publicity

4. Developing a Strategy

    Marketing is often confused with publicity and promotion, but these are just a part of the discipline. Understand all the components of marketing especially the central part that the customer plays, and you be a step closer to business success.

Putting Customer First 

     1. Design your whole business around your customer's needs.
  2. Gather as much information on the requirements of potential new customers.
    3. Try to develop an outward-looking approach to marketing, as opposed to an insular one.

     Effective Marketing is often described as "making what you can sell, not selling what you can make". Focus on every aspect of marketing, not just on promotion and sales techniques, to persuade customers to buy. By taking the discipline seriously and acknowledging its influence, you can reap all the benefits that effective marketing has to offer; satisfied, loyal customers, a growing customer, popular and successful products, increase turnover, more recommendations, and repeat business with fewer complaints. 

    4. Look at each element of the mix and determine its importance.
    5. Create the right balance between price and quality.
    6. Concentrate your key elements of the mix.
    7. Re-examine your marketing mix from time to time.
    8. Compare your mix to that of your competitor.  


    The marketing mix is a very simple recipe to follow:     
    Blends its key ingredients-
 products, price, place, and promotion- in correct proportion.
  The marketing mix of product, price, place, and promotion is known as the " four Ps". Device the right amount of Ps and you will maximize profits. The marketing mix is not static, the perfect amount of mix today may not result in desired product next year. From time to time, you need to vary the recipe.                                                                 

    9.   Make sure what price your competitor is charging.
  10. Employ market research to find out how you are perceived by your client.
    11. Involve PR staff in marketing decision-making.
    12. Use research rather than gut feeling to assess customer's needs.

    Low prices are often equated with low quality. Customers might prefer to may more for an identical product because they are convinced that it is better than a cheaper one.
    Customer does not buy a product simply because it is cheap; they buy because they need. However inexpensive your lawnmowers, you will not send one to someone without a garden.
    Customers can be less "price aware" than you might expect.
    PR(Public Relations) is often regarded as the fifth "P" of the marketing mix. An attractive product at a right may not guarantee a sale. Customers do not like to buy from companies with bad reputations. Use PR techniques to boost your image and shape positive customer perceptions.
    Look at various aspects of your business that customers use to form their view of you. These may include your premises, the telephone manner of the staff, and your publicity manner.

    13. Avoid gathering facts for the sake of it; look only for what you can use.
   14. Collect information on an ongoing basis by asking new customers a few marketing questions. 
    15. Turn low-value occasional clients into high-value regular ones.
    16. Identify which factors will help you target new customers.

    Good customer information is key to boosting profit, so it is vital to building up a clear picture of who your customers are. Watch them, talk to them, ask them questions, and find out all that you can to give them what they want and keep them happy.
    17. Emphasize your buying points in publicity and sales pitches.
    18. Ensure that both buying and selling points coincide.
  19. When dealing with a company, find out who influences key buying decisions.

    Find the key to why customers buy and you have unlocked the secret of how to sell to them. Discover what your customers buy, how often, when, and why. Then use this important information to influence your marketing decisions.
    Understand what customer looks when making a sale to optimize your selling point. Highlight the same factors that customers are looking for when buying. 

20. Collect buying information as an ongoing task.
21. Set a deadline to encourage the return of mail

    Use a survey and work out reasons why customers might choose to buy goods or services from you, then use survey techniques to discover the facts. Ask them to rank the factors in order of importance, as well as adding their own. The list may include:

  • quick or free- delivery;
  • competitive prices;
  • excellent after-sales support;
  • easy payment terms;
  • friendly staff.

    22. Examine every area of customer service and seek to improve it.
    23. Remember that an existing client is more valuable than a potential one.
    24. Ask dissatisfied customers how you can win them back.

    Selling to existing customers is far cheaper and easier than finding new ones. Use marketing to nurture customer loyalty through good service and quality products, backed up by a strong, lasting, mutually rewarding relationship.
     Customers expect the first-class service. Remember customer satisfaction is your job, without them you have no business. List the area where you feel you can improve customer service. Look how the staff interacts with the customers, how orders are processed, and how correspondence is dealt with.
    Complaints should always be taken seriously. Companies that solve customers' problems to their satisfaction have more loyal customers than companies that do not. It is also found that customers who complain and have their problems solved are found to be more loyal than those customers who do not.

    25. Maintain healthy relations with the customers by being helpful and pleasant at all times.
    26. Thank people for their customers to make them valued - the human touch can make all the difference.

        When a customer places an order, it's not the end of selling, it's the beginning. Turn that one-off purchase into repeat sales by developing relationships with your customers. Relationships do not sustain themselves. They need efforts all the responsibility lies to you. You have to take initiative not them. Find excuses to remind them that you are there. Tell them when their maintenance contract is due for renewal, offer them upgrades, invite them to exclusive previews, give them special discounts, and make sure they are among the first to hear about new developments.

Building Strong Products
       Quality products, backed by a strong brand, are vital for success. To keep your customers and stay ahead of competitors, you must develop first-class new products and improved existing ones.
    1. Tell former customers about improvements to your products.
    2. Use comment cards to elicit useful feedback.
    3. Regard feedback from customers as valuable marketing intelligence.
    4. Always look for ways to improve your products.
  5. Always thank your customers for their comments, even if they are negative.

    Products generally have some kind of life cycle; some age and die, while others need restyling to remain fresh. Change, enhance, repackage, re-brand, remodel, or upgrade your products to ensure that they appeal to today's market.

    6. Review company processes to make them more customer-focused. 
    7. Ask customers what your unique selling point is.
    8. Identify something you offer that your rivals do not.
   9. Gain an advantage over your competitors by achieving total customer satisfaction. 
    Few products are unique. Often the challenge lies in finding a way to differentiate your products from a rival's near-identical offerings. Make use of a combination of techniques to give you an advantage over the competition.
    10. Choose an incentive that will enhance your reputation; tawdry gifts may tarnish your image
    11. Ensure that views expressed in testimonials can be supported.
    12. Choose an incentive that is relevant to the products.
   13. Brief your sales team to highlight product benefits, not features, when talking to customers.